PENGARUH TERPAAN IKLAN, KEMASAN, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN ROKOK SAMPOERNA MILD PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SURAKARTA

Abstrak

This study aims to determine how much influence the simultaneous exposure to cigarette advertising,
packaging and lifestyle on the decision to purchase Sampoerna Mild cigarettes in students of the Faculty
of Economics, University of Surakarta, either partially or simultaneously. The hypothesis in this study is
that exposure to cigarette advertising, packaging and lifestyle influences the purchasing decisions of
Sampoerna Mild cigarettes in students of the Faculty of Economics, University of Surakarta, either
partially or simultaneously. This research is a survey research with quantitative research type. The data
used in this study used primary data from respondents' answers to questionnaires. The study population
was 55 people with a sample taken at random as many as 55 respondents. The analysis technique used is
multiple linear regression test, t test, F test, and coefficient of determination test. The results of the study
draw the conclusion that exposure to cigarette advertising, packaging and style significantly influence the
purchasing decisions of Sampoerna Mild cigarettes in students of the Faculty of Economics, University of
Surakarta, either partially or simultaneously